My Favorite Compelling Message

Now Here’s a Powerful Unique Selling Proposition!

Last month, my Hot Marketing Tip focused on Unique Selling Propositions and I promised to tell you about one of my favorite USP’s – in fact, two of the best USP’s I’ve come across.

As a parent who has gone through the college selection process twice, I am well aware that two of the major issues to consider are the cost of college and how well equipped the student will be to make money upon graduation.

I spoke with the VP of Advancement, Dave Miller, who led the team that developed a rebranding plan and the USP’s at Nebraska Christian College. He said that the students were more compelled by the G.I.G. promise and the parents really connected with the 4 FOR 3 promise. That’s evidence of understanding the decision that your prospects have to make and then speaking to them effectively.

The college’s collateral boldly states on its cover “THROW THIS AWAY – If you want to pay full price for college”. See a photo album of this cover, the full USP’s and how they are presented on the Marketing Accelerator Facebook page.

Results

Nebraska Christian College is a small, private institution. Initial results showed that the enrollment numbers of the incoming freshmen did not dramatically increase. However, they did notice a significant increase in the caliber of new student enrollment. These students were highly motivated, aligned with the college’s mission, and were there with a purpose.

Takeaway for Business Owners

A strong Unique Selling Proposition can be a game changer for a small or large company. It should be powerful and a statement showing “skin in the game” to your prospects. A compelling USP that a business is prepared to support can:

Justify a higher price point

Shorten the purchase decision cycle

Draw the best fit prospects

Compel action

Improve your brand image

Lead to increase profitability

Do you have a USP?

How does your business show “skin in the game” to your prospects?
Got a good example (or even a bad one) of a USP? Share it with me and my subscribers in the comments below. And be sure to check out the NC brochure on the Marketing Accelerator Facebook page.